July 14, 2018

Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"

Digital Arts: The designers behind the ice-cream brand’s major refresh tell us how they commissioned ten international artists to create patterns visualizing each Häagen-Dazs flavor.

Premium ice-cream brand Häagen-Dazs, known for its pint tub and provocative advertising during the 90s, has undergone a major brand refresh involving London design agency Love, ad agency Saatchi & Saatchi, ten international artists and illustrators and Bompas & Parr - who put on a mega launch in the UK. However gone are the glittery days of the 90s, Häagen-Dazs says it wants to build a deep brand recognition with a new crowd - millennials - and it understands the way to capture the hearts and minds of young people is to deliver an authentic story, an immersive experience, and of course, beautiful, Instagram worthy ice-cream. The brand wants to move from a "grocery brand to lifestyle brand."

To do this, a new brand identity has been created, with new packaging designs and new ice cream flavors. Alongside Häagen-Dazs ice cream, now available on sticks and in small pots, (products launched for social media snapping) each flavor of ice cream has a designated artist who redesigned its packaging and associated visuals. Dave says the new packaging replaces detail with a Scandinavian-inspired simplicity.

The final illustrations are not only used on packaging but everywhere possible within the new campaign, including online, as wallpaper – it even covered pillows at the event.

GALLERY

Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"Häagen-Dazs Redesigns its packaging to become a "lifestyle brand"